Cineworld in Broad Street is the only complex in the Midlands to offer 4DX which puts the viewer firmly in the heart of the action

To coincide with what's happening on screen, the chairs rock and tip that make it feel like you're on the high seas or in a white-knuckle car chase, squirt water in your face or make it seem like a bullet has just whistled past your head.

Different smells are also pumped into the auditorium to complete the experience.

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Doctor Strange

The cinema opened with Doctor Strange, Marvel’s light-hearted, action-packed new blockbuster.

After a car accident ends his career as a surgeon, Stephen Strange (Benedict Cumberbatch) tries to rediscover himself.

Thanks to a bald mystic known as the Ancient One (Tilda Swinton) he becomes a powerful sorcerer – and takes on Kaecilius (Mads Mikkelsen) whose different way of looking at a re-imagined world may or may not always be wrong.

The idea is to do emphasise how little we might know even when we think we know a lot.

The film also stars Chiwetel Ejiofor, Rachel McAdams, Benedict Wong, Michael Stuhlbarg and Benjamin Bratt and features the usual cameo from Marvel genius Stan Lee.

The special effects are out of this world and in 4DX format the film is worth a full five stars just for the fun - but its probably worth four stars in standard 2D.

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A word with the bosses

Cineworld’s chief operating officer Matt Eyre was on hand to personally oversee the launch of the first 4DX screen in the Midlands – and only the company’s eighth in the country.

“We concentrated on opening the Cineworld NEC last year which has been performing in line with expectations,” said Mr Eyre.

“Broad Street has always been one of our key locations, so we are transforming every screen until mid-December.

“Screen three has been totally refurbished over three months.

“We took everything out, raised the ceiling, put in stadium seating and a new floor-to-ceiling screen and we now see 4DX as one of our core offers.

“Whether customers want to see films in 2D, 3D, IMAX or 4DX, we now have something for everyone.

“It will be great for Fantastic Beasts and Rogue One before the end of the year."

Cineworld Broad Street general manager Paul Milliington said: “We are always looking at the latest innovations in technology, and with our offering now including 4DX we are giving customers more choice to watch a movie how they want.

"We are confident Cineworld Birmingham Broad Street will be the best place to watch a movie.”